Bella Hadid's first campaign as the new face of Dior Makeup has arrived! After a series of clues on Instagram from March last year, and an announcement in May, the model spoke to her 11 million followers with a post reading: “This is such a crazy, magical, massive honor for me to work for such an iconic brand that I have wanted to be a part of my entire life!!! I have dreamt about this moment since I was a child!!! I am still in shock!”
Alongside the announcement, Hadid is launching a new Dior Pump ‘N’ Volume mascara, masterminded by Creative and Image Director for Dior Makeup, Peter Philips. The campaign features the 20-year-old with slicked-back hair, hypnotising icy blue liner surrounding her eyes, and lashings of XXL mascara. "Inspired by the electrifying backstage atmosphere, this volumising mascara gives her emerald eyes a touch of audacity and extravagance", Dior’s statement reads.
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Following in the footsteps of Natalie Portman and Jennifer Lawrence, Dior said that Hadid "lends her iconic beauty and her digital influence aura to the brand". With a band of model superstars behind her, will Hadid bring the esteemed French design house some Gen Y kudos? The reach of models – the Kendalls and Gigis of the world – who have used social media as a way to build their cult following is undeniable.
Dior has taken great steps towards connecting a younger, more globally aware audience with its brand. Just this week, it made moves to turn the Maria Grazia Chiuri-designed T-shirt referencing Chimamanda Ngozi Adichie’s book, We Should All Be Feminists, from half-hearted statement into genuinely impactful action. Collaborating with Brand Ambassador Rihanna, the fashion house is donating a portion of the proceeds to the singer’s Clara Lionel Foundation.
Hadid’s appointment at Dior signals a youthful refresh for the makeup brand. Watch this space...